Investigating the effect of perceived value on purchase intention of Iran restaurants’ customers

Abstract

The aim of this study is to first, presenting a modified model regarding the Iranians cusotomer perception of value in restaurant industry and second, investigating relationship of effective factors on overall perceived value and their effect on customers’ purchase intention. Data is gathered from 360 survey questionnaire, which were analyzed using the structural equation modeling (SEM). The results revealed that perceived quality has a significant positive effect on behavioral intentions. Perceived quality has a significant positive effect on overall perceived value. Perceived monetary price has a significant positive effect on overall perceived value. Emotional response has a significant positive effect on overall perceived value. Reputation has a significant positive effect on behavioral intentions and Overall perceived value has a significant positive effect on behavioral intentions. However the effect of behavioral price on behavioral intentions was not significant. In addition results show that consumers’ emotional response was the best predictor of their overall perception of value and perceived quality was the best predictor of behavioral intentions.